Spotify is intensifying its grip on the market by running a test that will allow users skip audio and video ads, Ada Age reports. The test, which is being carried out in Australia, will allow users skip ads they want and as much as they wish.
If users are able to skip any ads they want and for as often as they want, they will be able to quickly get back to listening to music. Until now, this option was not available to free members of the music site, but could soon be rolled out to a wider audience supposing the test is effectively carried out without any hitch.
The change means non-subscription members of Spotify will be able to hear or watch only the ads they actually like, which will help the music company to make informed decision about their preferences, says Danielle Lee, global head of partner solutions at Spotify.
Per Ad Age, Lee said “Our hypothesis is if we can use this to fuel our streaming intelligence, and deliver a more personalized experience and a more engaging audience to our advertisers, it will improve the outcomes that we can deliver for brands,” Lee says. “Just as we create these personalized experiences like Discover Weekly, and the magic that brings to our consumers, we want to inject that concept into the advertising experience.”
So, would advertizers have to pay for skipped ads? Ads skipped in the process, according to Spotify, won’t be paid for by advertizers once the new feature called “Active Media” is launched.
It is not clear how this new feature makes premium users of Spotify feel, but being able to skip ads seems like an idea that might just attract more users to the music site.
Apple Music is currently ahead of Spotify in the US—and that is in terms of subscribers. Apple Music’s biggest gain is coming from the appeal of the iPhone to obtain new subscribers. That offers the music service an upper hand in nations like the US, where iPhone use is higher than it is in the remainder of the globe at large.
Apple Music comes preinstalled on all iOS devices, including iPhones and iPads. The music service allows users to stream from a directory of 45 million tunes or play from their iTunes collection.
The US and China continue to be the critical markets for Apple products and services. As a matter of fact, Apple is currently the dominant provider of choice in the US ahead of Spotify in terms of music service. Apple Music is said to be ahead of Spotify in the US, generating more subscribers than its biggest rival.
With Spotify on the verge of adding a skippable ads feature, would you rather drop your subscription and opt for a free membership? Share your view with us by using the comment box below.